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Saudi Consumer Profiles during Ramadan 2024

Saudis are blending tradition with modernity in their Ramadan celebrations, showcasing evolving insights into shopping habits, family connections, and community contributions in 2024.

Saudi Consumer Profiles during Ramadan 2024

In Saudi Arabia, Ramadan is not just a month, it's a period of profound spiritual reflection, community bonding, and an expression of faith and traditions that resonates deeply within the society. According to the TGM Ramadan Report in Saudi Arabia 2024, with an impressive 98% of Saudis actively engaging in Ramadan each year, the holy month is universally celebrated, highlighting its significance across the kingdom. Looking ahead to 2024, Saudis share a collective sense of optimism, embodying the diverse ways in which they prepare for and engage with the holy month. From the dedication of Generosity Guardians to the enthusiasm of Ramadan Optimists, the diligent planning of Early Birds, and the hybrid shopping habits of Retail Explorers, the diverse perspectives of Saudis reflect a rich tapestry of faith, tradition, and community spirit.

1. Home Feasters

In Saudi Arabia, during Ramadan, many people prefer celebrating at home with their loved ones. They're called Home Feasters. They like the cozy feeling of being with family and friends in their own place. According to the report, almost everyone, about 97%, chooses to eat with family at home during Ramadan. And almost as many, about 90%, cook at home for their loved ones too. It shows how much they enjoy homemade meals and being together. Even though they love being at home, they also make time to visit friends and family nearby, about 89% of them do.

2. Generosity Guardians

Generosity Guardians among Saudis truly embody the spirit of Ramadan, focusing their efforts on uplifting their communities. They engage in a wide array of charitable activities, such as making donations, offering their time to volunteer, or spearheading initiatives aimed at assisting those in need. Their actions are a testament to the compassion and selflessness deeply ingrained in the culture, especially during the holy month. Recent TGM Research’s findings indicate that 21% of Saudis plan to contribute to charity during Ramadan, with a significant 54% intending to increase their charitable giving.

3. The Early Birds

Early Birds in Saudi Arabia represent those who like to get a head start on their Ramadan preparations. This group makes sure to complete their shopping for Ramadan essentials well in advance, targeting either the last two weeks of February or the first week of March. This approach ensures they are fully equipped for the upcoming festivities, without the stress of last-minute rushes. Insights from TGM Research highlight the timing preferences of Saudis for their Ramadan shopping: 41% opt to do their shopping in the first week of March, just before Ramadan starts, while 31% prefer to get it done in late February.

4. Retail Explorers

Retail Explorers in the kingdom blend traditional in-store experiences with the convenience of online shopping for Ramadan preparations, equally enjoying the exploration of physical bazaars and virtual storefronts. A significant 40% prefer doing most of their Ramadan shopping in physical stores, with some online browsing to complement their needs. Moreover, their shopping decisions are heavily influenced by factors such as price, discounts, and the speed of delivery or readiness for pickup.

5. Ramadan Optimists

Saudis are entering 2024 with a sense of hope, reflected in their optimistic views toward the year ahead. A significant 75% believe 2024 will be a better year compared to 2023, highlighting a widespread sentiment of anticipation and positivity. When asked about their feelings toward 2024, many Saudis mention optimism, satisfaction, and happiness as the top terms that come to mind. This optimism also touches on personal aspects of their lives, with a strong majority reporting positive feelings about their relationships and mental health: 75% are happy with their family relationships, 61% with their friendships, and 56% feel positively about their mental health.
Discover more insights on Ramadan in Saudi Arabia – Download the full report at TGM Ramadan Insights in Saudi Arabia 2024.
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